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DAVE THOMAS TV ADS ARE MORE EFFECTIVE THAN 'WHERE'S THE BEEF?' CAMPAIGN POPULAR WITH AMERICANS; ADDS SIZZLE TO WENDY'S PROFITS

DAVE THOMAS TV ADS ARE MORE EFFECTIVE THAN 'WHERE'S THE BEEF?' CAMPAIGN
 POPULAR WITH AMERICANS; ADDS SIZZLE TO WENDY'S PROFITS
 Latest Ads Announce Comeback of "Cordon Bleu" Chicken
 DUBLIN, Ohio, Feb. 18 /PRNewswire/ -- Remember when Clara Peller, the little old lady of TV commercial fame, loudly demanded "Where's the Beef?" and became an instant celebrity in a phenomenal advertising campaign for Wendy's Old Fashioned Hamburgers (NYSE: WEN) restaurants?
 According to its latest consumer surveys, Wendy's announced that the popularity of Clara has been topped by Dave Thomas, company founder and TV spokesman whose face has become familiar in millions of homes.
 Nearly 80 percent of consumers polled remember seeing a Dave Thomas commercial, surpassing the 75 percent milestone earned in 1984 by "Where's the Beef?" This represents a new record in the company's advertising history.
 The success of the Dave Thomas campaign, and a number of other strategic factors, have put the beef back into Wendy's bottom line. Per share earnings rose from $.30 in 1988, before the Dave Thomas campaign, to $.52 in 1991.
 "Our growth is largely due to an increase in customer traffic, not price increases," said Charles Rath, Wendy's executive vice president. "The combination of our operations focus on customer satisfaction and the implementation of Dave Thomas as Wendy's television spokesman, have resulted in annual per-store sales increases of $100,000."
 CHICKEN CORDON BLEU SANDWICH IS BACK WITH GREAT ADS
 The creative team at Backer Spielvogel Bates/New York, Wendy's advertising agency, developed two new 30-second spots, "Hey Dave" and "French Dave," after Wendy's received hundreds of consumer requests to bring the Chicken Cordon Bleu sandwich back to its menu.
 The popular promotional sandwich features a whole boneless breast fillet of chicken, two slices of ham, swiss cheese, and Grey Poupon Dijon Mustard on a toasted Kaiser bun.
 In "Hey Dave," Thomas is approached by men and women on the street, and at Wendy's, to bring back the Chicken Cordon Bleu sandwich.
 Finally, after a deluge of requests, Dave jumps to conclusions and interrupts a gas station attendant with "I know, I know ... Chicken Cordon Bleu." The attendant, leaning on Dave's car door, calmly responds, "That's great Dave, but you still need a quart of oil."
 In "French Dave," one of the sandwich's biggest fans, a beautiful Parisian woman writes an impassioned letter to Dave telling him how good it is the second time around. When Dave finishes reading the letter, all he can say is, "Wow!"
 The national media event begins on Saturday, Feb. 22, during the Winter Olympics.
 The popularity of the Dave Thomas campaign is due to the founder's appeal to consumers as "sincere," "folksy," and "fatherly," a man who is surprised that the world around him would ever accept food and service below his own personal standards of quality and taste. The commercials recently ranked among the best of 1991 by TIME and ADWEEK magazines.
 Wendy's Old Fashioned Hamburgers restaurants were founded in Columbus, Ohio, in 1969. Today, the chain has 3,800 restaurants and more than $3 billion in sales.
 -0- 2/18/92
 /CONTACT: Denny Lynch of Wendy's International, 614-764-3413/
 (WEN) CO: Wendy's International, Inc. ST: Ohio IN: ADV SU:


BN-BR -- CL017 -- 0017 02/18/92 14:20 EST
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Date:Feb 18, 1992
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